Category Archives for SEM

Check variability of keywords when doing keyword research


Hi guys, and welcome to another edition of Zupo's SEO Talk & Tea. 

Today's conversation, checking variability when doing keyword research. This is an important conversation because variability can really influence your targets that you're going for. And if you don't check variability, you may be going for a keyword that you ultimately cannot write for. So, before we begin, I do want to introduce the tea real quickly that we have. Today we have a Darjeeling black tea, which is a black tea that was given from my housemate. A black tea, this is something I don't drink very often, but if you're a fan of Boba milk tea, black tea is what you're going to be drinking. So let's go ahead and get brewing and get chatting.

So checking variability of keywords when you're doing keyword research. The reason why this is important is because oftentimes when we do research, one of the mistakes, or oversights that we make is that we forget that when we do research, the research is based on the results at that second of the time that you were looking things up. And the reason why that's important is because Google search results are always changing. What you saw yesterday that was ranking in the top 10 may not be tomorrow, right? Sometimes it is, sometimes it isn't. And that's the whole point about variability. You want to make sure that when you're doing keyword research, you understand how often the keyword rankings are changing.

And so the reason why this is important, let me take a step back is Google is always updating and refining their search results. Therefore, they're always doing testing. They're always making adjustments saying like, "Okay, how can we give users better search results? Maybe this website's better. Maybe that website's better." So saying that they will mix and match sometimes, affecting our search results. Therefore, if you're going for a keyword and you look at it like, one day and you see the keyword results and you're like, "Okay, that's cool, we could probably rank from that. These are the top competitors, let's analyze them." But then what if the next day, those competitors change, but you've spent a month or two analyzing those competitors. Right?

So, what you have to do here is that you're now checking it every single day, which it is helpful in some sense, but you don't need to check it every day. There are great tools out there. And the one I personally use is Ahrefs and their keyword research tool. What they will do is they have a tool that analyzes for a keyword, how much the search results have been fluctuating in the last six months. And if you see high variability, that would then tell you maybe this keyword is not the best one for us to go for, because Google is not even sure what they want to rank on the first page.

So therefore, if they're not sure, how can we be sure to get there in a stable kind of way? Therefore, what I want to communicate is that when you're doing the variability and checking it, you want to just make sure that the keyword you're going for isn't a high variable. If it's pretty steady, you can have a little bit more confidence that, okay, we can do the keyword research. We can do the competitive research. We can analyze what it's going to take to get there. And we know that that's not really going to change, but if it's very variable, all the research you do one week can be next, the next week because Google is going to change the results because they're still trying to figure things out. So again, I would say this is getting to the more technical side of keyword research, and I have only been able to access these kind of historical data using Ahrefs, which is a paid tool.

So unfortunately I'm unaware of any tool that you can use that is free. But if you know of one, please comment for the viewers and we can share that, but again, check the variability. So, I do want to say before we've kind of finished the video. You need to keep in mind everything else then. You're looking at search volume, keyword difficulty, relevance to your business, intent. And then now variability. So you can tell that keyword research can get even more complicated and more complex, so it's important to slow down. And I've said this in other videos, slow down, do your research, do your due diligence, because it can be frustrating when you're doing keyword research and it's taking a little bit longer than you want, so you just want to get started on SEO.

But I want to tell you, and I've done this mistake myself, is picking a keyword only four to five months later to figure out it wasn't a good fit, because maybe variability, intent, competition. That's just what you don't want to hit. So do your due diligence in the beginning to save you some headaches later on. All right, guys hopefully that was helpful. If you guys found the video valuable, please like, and subscribe, I'm going to pour my tea out and I hope to see you guys again soon.

Thanks everybody. Ooh. Yeah, black tea.

Your SEO will grow as fast as your site grows


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea, 

today's conversation. Your SEO will grow as fast as your site grows. This is a really important conversation because I feel when it comes to SEO will often inhibits a lot of companies from growing their SEO presence is the growth rate of their oldest site. So before we begin that conversation, though, it's an important one and I can go on and on about it. I want to introduce the tea, before I forget today we have a Green Tea that was gifted to me from my dad. He decided a couple of years ago, actually a handful of years ago now, to go back to China, to reconnect with our ancestors, family and everything like that. We've been quite removed from that family for generations. So he wanted to go back to China with his father to go visit and they ended up buying some of this Green Tea and he gifted to me some of it too.

So thank you to my dad. And we're going to be brewing some Green Tea now and chatting about SEO. So the reason why I want to talk about SEO grow as fast as your site grows is because what often happens is I will work with companies where if they're new to SEO, they'll be excited. We'll be starting with something new and they'll pick one to three to five keyword groups they want to rank for. Now, once we've established those three to five, usually what's exciting is in the beginning, everyone's kind of all bought in, everyone wants to be a part of the process. So we're building new pages, we're adding new content. We're going out there doing digital PR, getting links and often what happens. And this is good thing, by no means is it bad.

We start raking for keywords and that's great. Usually we start writing on the first page, different keyword groups. We essentially start fitting our goals, but oftentimes what I find is a bottleneck is the future with once we have a site or a company it's starting to rank for different keyword groups on the first page, and even on the top spots, what we can often find is that once we finish those off, we started going for new keyword groups. And that's where this lesson really takes shape. What can often happen with companies is after they get their first SEO wins and we've now worked for three to four to five different keyword groups, they choose three to five more that they're trying to go for. They want to grow and grow. But when they choose the next three to five, what can often happen is the content dies down a little bit.

And the site growth dies down because the reasons may be many, but maybe the excitement isn't there. There's other concerns that have popped up, they've branched out to new marketing. And so that new marketing also has their own requirements, whatever the case may be, what you can not fall victim to is, because of the content and links you have built to rank for those three to five keyword groups. It does not automatically mean that same level of content and link building at that same level. You didn't add anything more, we'll help you write for three to five additional keyword groups. To rank for three to five additional keyword groups, you need to add more content and more links to your site. Your site must grow to the pace of what you want your SEO to grow.

So if you've ranked for three keyword groups and now you're happy you went on the first page, but now you want to go for three more. That three more keyword groups needs its own library of content specific semantic SEO content, links driven to those sections of the site. Keywords add a headings for and those in new pages that address those keyword groups to try and rank for all that needs to be built, because everything you did for the first keyword groups, all that content pages, SEO tags link-building were for those three keyword groups. But now you're trying to branch out to three more. What can happen is that all your SEO is geared toward these three. It's not geared towards those additional three. So now you need to spread your SEO out more.

But the thing is you don't want to spread your SEO too thin. And here's the big mistake. If you try to go for three more keywords, let's say you go for three more keyword groups and you start changing SEO tags on current pages. Well now actually you're shifting your SEO from the three or ringing four to the three new ones. And that can be a problem, you're going to lose rankings. So that's the thing. This is where SEO gets a little bit more complicated in that you have the three-year already ranking fourth, you need to maintain that, you need to secure that, you need to ensure that you can fight off your competitors and stay on the first page. But if you're also trying to expand other keyword groups, you need to continue to do more work to get those additional three. It's like any basic military strategy 101.

If you have a home base and you want to go attack another base, you need to have your army and leave. Now, if you do that, you leave your home base unguarded. So what do you have to do? You need to split up your forces. Now you don't want to spread too thin because you don't want half your forces in your home base to be too little. And your attacking force for the second base be too thin either. So what do you need to do? You need to grow your army, right? So in that case, then you could send an army out with one in the home base. So I apologize with military tactics, if that's not really your boat in the sense of how you understand things. Growing up I read a lot of these military strategy books.

So that's how I visualize it, but I hope that kind of illustrates if you're trying to really expand the scope of your SEO, the site needs to grow too. That means content, link-building abilities and pages on the website. All that really needs to grow in order to meet the requirements of ranking for certain keyword groups, especially if you're adding more and more keyword groups to your scope. All right. So what to take away with this, if you're really successful SEO, and you're trying to grow more and more keyword groups, you need to continue to add more resources to your website, to go alongside the SEO. The more keyword groups are going for the more content and more links that will be needed to your site. Therefore, you need to make sure that you plan for that. Nothing's more frustrating than getting that first victory.

Hey, yeah, we're waiting for three to five keyword groups, and then now we have three to five more we're trying to rank for, but for some reason, we're just not moving as quickly. It's oftentimes because people get complacent, companies stop making new content, they stop getting new links and they just won't move at that same pace, right? So hopefully that will help you in understanding SEO, this is something I feel very strongly about. I deal with a lot of companies who they can leave these SEO tasks and resources onto the site after a while. And it can really get in the way of SEO efforts. So I'm encouraging you when you're doing SEO. You're trying to go for more and more growth. Always understand SEO can not grow just magically. It has to grow with your website's growth as well. So I'm going to go ahead and pour my tea out guys. Hopefully that was helpful and valuable if it is please like, and subscribe. And I hope to see you guys again soon.

Thanks everybody.

Make sure to delete or de index theme and design pages


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation, make sure to delete or de-index a theme or design pages for your website. And what that means is that, oftentimes, when you're finished designing a website, oftentimes designers and dev teams and they will have these left over or duplicate pages on the website. It's important to make sure you de-index or delete the pages that aren't needed.

But before I dive into that, let me introduce the tea we have today. Today we have a Pu'Er tea. If you've watched my other videos, a couple of weeks ago I was running out of the Pu'Er but luckily I have a second container of the Pu'Er so I'm very happy to be cracking this one open. Again, this is not a Kirkland thing. I just store my team in here. Pu'Er, again, is a fermented tea that's very popular with the Chinese community. And it's, essentially, I think the closest thing you're going to get to black coffee. Has a very dark liquid when brewing, and it just has that strong kick. So I drink this like pretty much every day.

But let's go ahead and get talking about what I just introduced, the topic. And the reason why this is important is a lot of people, when they're doing SEO, it'll usually start right after they're done building their website. That's very common. That makes a lot of sense, of course. Once you've finished the website, then you'll start doing SEO. But what can often happen is that designers and development teams, when they're building websites, they are usually working with different themes and templates. And because they're working with different themes and templates, they need to manage the theme and template, manage the technology they have available to them. And then third, try to achieve the designs that are being asked of them, whether by the client, or management, or ownership.

So saying all that, what can often happen with design is pages will be traded to be mock-ups and they'll be kind of duplicated here and there so they can show different versions of it, or they'll create one version here and one version there. Whatever it might be, it's the creative process. And whenever you have the creative process, there will be things everywhere. And that's not a bad thing by any means. I actually work very much the same way. But where this becomes important with SEO is, when the site is finished, oftentimes you'll have this beautiful website where everything looks great, you can navigate anywhere, and it looks good to the consumer. But under the hood, there can actually be some SEO things that need to be cleaned up that people often forget about.

What can often happen is designers and dev teams will often make, like I just said, duplicates of like the homepage to have different mock-ups. Now, the original homepage will be accessible to consumers but the ones that aren't will usually be shelved away. But what can often happen is if you have not told Google which is the real homepage, or what these different URLs mean, Google can still be indexing all the pages. And that means all your mock-ups and drafts that you've been creating that were originally just for you to kind of look at it as how it would look live or show to your team, they can now be indexed by Google. And the main issue is then you have a lot of bad or thin pages that you don't want Google to see, or can even be duplicate content, because then the pages have the same content here and there.

So the fix is pretty simple. One, on one hand, when you're designing and developing, just make sure you noindex everything while you're designing so that you can ensure that nothing will be picked up. And then when you launch the site, you index all the pages that are supposed to be indexed. So you can do it that way. And that's very effective because then it prevents any leakage of any pages that you didn't mean to have indexed. But you have to ensure that when you tell Google to index the site that you tell them the exact pages, you don't just tell them the whole site, because then they'll still index the pages that you don't want them to.

On the other hand, let's say you're already past that point and the site's already launched, where you can go is go into your CMS provider, whether it be WordPress or whatever it might be, go in there and find all the pages that were mock-ups or drafts and start de-indexing those... Oh, that's a bee, sorry... Even if you think that there's no way that that URL was picked up, you just want to be extra safe to ensure that it isn't. So what you can often do is a site search operator. So you can type into the Google search bar, site, S-I-T-E colon, and then your company's domain. It'll tell you every page that Google has indexed. And then there you can see what pages they've indexed and which ones they're indexing that you may not want.

So a very specific example of a client that I had, they had two homepages indexed for some reason. They had the normal .com, but then there was a .com/home. And the .com/home was exact same copy of the home page itself. So I had to go in and de-index that homepage, amongst other pages. So what you want to just make sure is that if you're doing SEO or you're the design and dev team, just ensure that you're checking that the pages that you were messing around with, and it's okay to have those, just make sure that Google's not indexing them. And if it's too late and they're already being indexed, just go back into the source code or your CMS provider and put to noindex it. And the next time Google crawls it, they'll remove it from their index.

So it's pretty simple and easy fix. Just ensure that you don't leave them there, because if you have too much of these thin pages or duplicate content, it can become an issue later if it adds up too quickly, and then your site looks like more duplicate content and thin content than anything else. And when you have a new website, you just don't want that really to happen, because you may actually have more thin pages than actual good quality pages. And you just want to make sure that Google understands, no, these are all just like rough drafts or design alternatives. This is the real site. These shouldn't be counted towards the index. And that will help your SEO in that it'll make your site look cleaner and Google will better understand what's going on.

And you have all these extra pages that don't really make sense. They seem like duplicates or alternates. Google doesn't really know what to do with all of these. Now, they might be able to guess the designs, but you just want to be extra careful, just de-index them, have your design team or your SEO go in there and audit everything that shouldn't be indexed by Google.

So hopefully that's helpful. It's something that a lot of people overlook and never actually fix. It's something that people just never get around to. Because it makes sense. Like you can't navigate each of those pages typically through the user navigation, but Google is still indexing them and that can cause SEO issues. So it is something that's worth cleaning up. So again, I encourage you, use a site search operator, site colon your domain, look at all the pages that are indexed and then start de-indexing or noindexing the ones that really shouldn't be there. So I'm going to go ahead and pour my tea. If you guys found that video valuable, please like and subscribe. I hope to see you guys again soon.

Thanks, everybody.

Is a site with a lower Domain Rating worth working with


Hi, guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation: is a site with a lower domain rating still worth working with? Now that's a mouthful. It's three Ws in a row. But again, is a site with lower domain rating still worth working with?

The reason why this is important is because when it comes to link-building, oftentimes you have many different sites that you can work with, and oftentimes people really care about the top tier domains, because of course they have high domain ratings and they'll be sending you really strong links. But the other consideration is what if a site has a lower domain rating than you. Is it worth actually working with them?

I will answer that question today, but I want to introduce the tea we have today first. Today we have a smoked oolong that I don't know very much about. All I know is that this was a gift from my clan, essentially. So my dad and his father wanted to go back to China. We haven't been since, like, six or seven generations removed. But they wanted to go back to China to reconnect with our ancestor or our family's clan and meet the family who are still in China till this day.

And so when they met the family, the family gifted my father this tea, and so we're going to have this very special guest. This tea is... I can tell it's a pretty smoked oolong, and that's something that's has a very smokey taste when you're brewing it, so I tend to like to have it when I want something a little bit more smokey, and that usually can happen when it's a little bit colder. But I'm going to go ahead and start getting this brewed, and let's get chatting.

So generally the case is, when you are doing link-building, the general rule of thumb is you want to work with sites that have a stronger domain rating than yours or domain authority than yours, and that's because if you're trying to link build, you want to make sure that you're getting links from sites that are stronger than you so then when they're passing equity, your site will actually gain something from those links.

Now, that's a pretty common rule of thumb, and I actually used to follow that pretty strictly, but actually over the years, I have tapered off from that rule, and not because I've been lazy or anything like that. But my main reason is because, yes, it is, if I have a choice, I'm always going to work with a site that has a higher domain rating, but there are great opportunities I have found with websites that may have a lower domain rating, but there are occasions where link-building with them does make sense.

Now, let me give you the first reason why it still makes sense. Number one, and the obvious reason, is a link is a link. A referring domain's a referring domain. If you can acquire one, go acquire one, right? So I wouldn't turn down a link or referring domain just because they have a lower domain rating. That would be, I don't want to say foolish, but I think you may be wasting opportunities by doing that.

There are many campaigns that I have run where if I didn't take links from lower domain ratings, we would have lost more than half the links and referring domains. And this is more apparent in cases like if you're doing a resource link-building campaign.

So for example, during the COVID-19 period when the stay at home order first started, some of my clients were running these campaigns where they were offering free services to companies, and a lot of these publications or websites were publishing and saying, hey, this company is offering services. Some of those websites were weaker than us, but we still got lots of links because of that effort, right? And so that's one of those obvious cases where a link is a link, a referring domain's a referring domain. If you can acquire it, acquire it.

Of course there is a line. If it looks spammy, don't go there, or if it's really low and it all looks spammy, then don't do that. But if your domain rating's out of 30 and the other site's out of 25, just take it, you know what I mean? There's no point in not taking it.

Now, the second reason. Oh my God, I forgot to pour this out. See, I get so into this conversation I always forget to pour it out.

The second reason is also the strategic use of UR. So in another video, I have defined what UR is, but again, UR is URL rating, and every site has a domain rating, but each page has a URL rating. And what can often happen is that even though a site has a high domain rating, only a handful of their pages actually have a strong URL rating.

So what this all means is sometimes you can be working with a site, and their site might have a lower domain rating than yours, but the link that you can acquire from them might have a really high UR. And when it comes to link-building for your own website, if you can get links with high URs to your pages, that's a huge plus, because getting high UR pages can be quite difficult. Oftentimes they're really only homepages or really strong, powerful articles, right? So saying that, if you can get a high UR link from a lower domain rating, then you might as well, and you should, right?

So a good example is you might have clients or friends who have homepages where they partner with your company, and on their homepage, they say that we partner with your company, essentially. They had the logo of your company. That would be a great place to add a link to your website, and then even though your friend's company might have a lower domain rating, their UR on their homepage is probably really high. URs on homepages are typically very strong. And if you can acquire... It's not the domain rating that's important at that point. It's the UR, the URL rating.

So this, again, is when it gets a little bit minute and really granular, but oftentimes it's hard to drive links to specific pages of your website. And so when you're trying to really grow your SEO and you're trying to drive links not only to your homepage, but to different blog articles and service pages, links that essentially you can drive to specific pages and get high URs, or even if they're not high URs, but you can get a lower domain rating site to link to a specific page that you've been desperately trying to get links to, it's still worth it.

So I guess the best way for me to put this, kind of end this conversation, is that lower domain ratings does not mean it's an automatic no. How I always do it is my number one priority is to work with sites that have a higher domain rating, but if I also have sites that have lower domain ratings that are interested in working with us and we can get some links from them, I will use them for other strategic purposes.

It might be, oh, hey, this company, they're offering us a link on a very high UR page. It might be their homepage or their guide page. Yeah, we'll work with them. Or two, even though they have a low DR and they have a lower UR, we can still gain value because we've been trying to drive links to these specific sections of the website, and we've just been having a hard time getting links there. Maybe they can kind of help us get the ball rolling, right?

So I would say the general rule of thumb is yeah, get a link from a high domain rating site. But how I would encourage people to think about it is as you go about your day with SEO, don't completely reject people who are lower than yours, but just use them in a different capacity, and that there are still value in using them and you don't want to turn them away.

So, like I said, are there pages that you're trying to link to that you've been having struggle with? Maybe a lower domain rating site can help you. Can you get a high UR link from a lower domain rating site? It's very possible. Go look into that. And then that way you can still maximize every link-building opportunity that you have.

So hopefully that was helpful in really opening up the link-building conversation and how to maximize every opportunity. Again, the rule of thumb is yes, you're going to get more value from sites with higher domain ratings. But again, I wouldn't turn down so many opportunities from sites that have lower domain ratings because they can be of extreme value to you in other places.

I'm going to go ahead and pour my tea, guys. If you guys found the video valuable, please like and subscribe, and hope to see you guys again soon. Thanks, everybody.

Do Instagram influencer relationships help your SEO


Hi guys, Welcome to another edition of Zupo's SEO Talk and Tea. 

Today's conversation, do Instagram influencers help your SEO? This is an important conversation because Instagram influencer relationships and just honestly influencer relationships across all social medias, are very big part of marketing today and they're very important. So it's really good to understand how Instagram influencer relationships will influence your SEO.

Now before we begin, I want to introduce the tea we have today. Today, we have a puer tea. This is my most common tea that I drink pretty much every day. It is the closest thing you're going to get to a black coffee. It's got a very dark liquid when you brew it and it's a fermented tea that has a strong caffeine kick, so it does not taste like black coffee. Don't get me wrong. It just has the same properties in that it's got a really dark liquid when you brew it and it has a good caffeine kick, so this is, again, the tea I drink the most, but let's talk about Instagram influencers and SEO.

Now on a very, quick, short, top level answer to this conversation. Do Instagram influencers help SEO? The answers in a direct causal relationship, not really, almost a no. In the sense that you have to remember, I've started to talk about this in other videos, links from social medias have no value for SEO. Google will automatically devalue, or what they call no follow links from social media to your website, and the layman's terms of that means, any links coming from a social media, Google will recognize it, but they will not give any value to it. So meaning your site will not benefit from a link from a social media because Google assigns that look no value.

So what does that mean? Well, that means that link-building through Instagram influence relationships won't work. If you were trying to build your domain rating or domain authority and trying to get more links and referring domains, link-building through influencer relationships like on Instagram will really cut it, or won't really help you move that needle. Now again, that is in a direct causal relationship.

There are correlations that can help you. For example, if you have a very strong influencer relationship and you're getting a lot of influencers to talk about your product and you're driving a lot of traffic to your website, that does have a correlation to your SEO in that the more traffic going to your site, the better, and as Google sees more traffic going to your site and the better engagement, it does help your SEO and that Google will reward sites that have positive user engagement.

Now, in order to hit that mark though, you need to be into the thousands to hundreds of thousands of visitors to get to that benefit. If you're in the hundreds to low thousands, you might not really be getting much value from these influencer relationships because it has to be on a grander scale. So on one hand, there can be a downstream correlated effect, but your site has to have enough traffic and your campaign has to have enough traffic to bring from that campaign to make it have any effect.

The other thing I would say that might have a benefit is that a lot of influencers on Instagram, they may have other web properties. For example, if you're doing an influencer campaign and a lot of these influencers also have their own websites and on those websites they're also linking to you, that's the one there's actually value. If the influencer has a strong Instagram presence, but also a website presence, then if you can get links from the website to your website, then of course it's going to be much worth it.

So the big factor is it always comes down to the same principle. They need to be driving a link from their own website to your website, whether they're on Instagram, YouTube, Facebook, I don't care where they are at. Any social media will be no follow, no value on the link, but if they have a website separate, then that's where you can get some value.

So sometimes it might be worth it to go for influencers, but if you're thinking about an SEO case, then your main barometer is in their website strength. I will warn you, a lot of influencers that I've seen who have very powerful YouTubes or very strong Instagrams have very, very weak websites. It's not always the case, but I have seen that before, so you just want to make sure you're doing your due diligence. Just because someone has a really strong Instagram following does not mean they have a really strong website.

So saying all of that, this is not to say that Instagram influencer campaigns are not effective. They are really effective in their own kind of essence and own context. You're going to get a lot of people to see, you get a lot of eyeballs on products and you get a lot of traffic. That's great. They have a lot of this power in the Instagram influencer world. You're getting into people's audience. That's great, but do not confuse that those eyeballs and exposure, it means will help you on the SEO side because SEO plays at a different game.

So again, they're great, but they do not have a direct causal relationship to anything beneficial for SEO, unless that influencer has a website that they also link to from, but that website needs to be strong and the link that you get from them needs to come from their website to your website. So that's kind of the message when it comes to Instagram influencers. Hopefully, that's helpful for you when trying to decide what kind of marketing campaigns do you want to run, or if there's a way for you to get your Instagram influencer campaign to influence your SEO as well.

I'm going to go ahead and pour my tea guys. And if you guys found the video valuable, please like and subscribe. And I hope to see you guys again soon. Thanks everybody.

Do in person guest speaker opportunities help SEO


Hi guys, Welcome to another edition of Zupo's SEO Talk and Tea. 

Today's conversation, do in-person guest speaker ships or guest appearances help your SEO? With the conversation today is about oftentimes you can be invited to local networking groups or local universities, or maybe chamber of commerce's, or wherever it might be, where, actually, they want you to do an in-person speaking engagement. And so the question is, does that help SEO? And that's what we're going to talk about today. But before we begin, I'm going to introduce the tea we have today. Today we have a tea, it's a green tea that was gifted... Actually, I don't think it was gifted. My father bought this from China on one of his trips and I guess he gifted it to me, so technically it is a gift. So this is green tea that I drink every so often. I've really lowered the amount of green tea I'm drinking over the years, just because I work a lot, and so I need something with a stronger kick, but green tea is always something good to go to when you want something more soothing.

But let's go ahead getting this brewed, and then let's get chatting. So within a person guest appearances, it can be unusual in that you are now doing something that's off the internet. You're doing something in person and SEO is all about everything in person, right? So the question is, do in-person guest appearances or guest speakerships actually help you in your SEO? And the answer is it depends. Of course, it always depends. And it really comes down to if the company or organization that is bringing you to speak has a web presence. So oftentimes when a company invites you to speak, they need to do marketing. So they need to put an event up, begin to send emails out, Facebook posts. They will often put something on their website to notify people that an event is coming up. So saying all of that, it does help you if your organization has a website that has SEO strength. Now, if the organization doesn't really have a website, that hasn't much web presence, or there really isn't a strong website or [inaudible 00:02:00] profile, then it may not be worth it.

So let me give you an example of where it really makes sense. For me, I'm very involved still with my alma mater and for a lot of people getting a .edu link is a big target for a lot of people. If they can get it, they'd be very excited. And so oftentimes when I go back and speak with the university, it gives me an opportunity to get links from the university, either from its .edu site, or .org sites.

So oftentimes what I do is I go to the university and I go speak, and because I've spoken now, they'll usually be a newsletter or just a quick announcement or an event page where it says, oh, we did this and the speaker, Jason Khoo from Zupo, and I'll link to my website. So therefore, there is a value in doing in-person guest appearances because usually the organization hosting it will have marketing around it and they'll put it on their website. So saying all of that, it is usually worth it if you can be sure that the company, that organization, you're speaking with has that presence. And a great way to vet if it's worth it or not, is if they're inviting you to speak or do a guest appearance, they probably have done it before with other people.

So see if in the past, they've had other speakers and see what kind of marketing and PR they did to get marketing out for that event to then vet, okay, they did that for that speaker before, then they'll probably do that for me this time. So in that case, guest appearances and guest speaker ships are always worth it, and that helps you build your thought leadership and you can go out there and get to know more people. But in a strictly SEO sense, it's still makes sense if the organization has a strong website and they consistently do link out and everything to, the people that do speak for them.

So hopefully that's helpful. If you get invited to go speak for a local trade organization or company or university, it can be really worth it in that it might give you access to links that you may not have access to unless you did that guest speaker ship. So it's definitely worth looking into and investigating. So hopefully that will help you when you're being asked to speak or anything like that. It maybe can really open some doors to some link-building campaigns for you. I'm going to go ahead and pour this tea, which I already have. I'm going to enjoy some green tea, and I hope to see you guys again soon.

Thanks everybody.

When Picking Keywords, It is always good to test them in Different Localities


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

In today's conversation, when picking keywords it's always good to look at them in different localities. What that means is that when you're picking keywords it's always good to test and search for them, not in just your geographic area, but try them in different areas. I'll go into more detail in a second, but I want to introduce the tea we have today.

Today we have a gaoshan cha. That's a really poor Chinese pronunciation. But this is the gaoshan oolong, which is a tall-mountain oolong. It's a very popular tea. I've known about it for a while, and so I'm going to have it again today on the show to kind of enjoy with you guys. But let's go ahead and get chat.

It's always good to test and search for keywords not in your geographic locality. What that means is Google will essentially, depending on your location, change your search results but only for certain types of keywords. Obvious ones are like pizza. If you typed in pizza, you're going to get your local area because they're going to return local businesses, and that's kind of obvious. But when you're doing keyword research, ensure that you're doing it for your keywords even if you're not sure or you think that it might not be the case.

A great example, SEO services. My company does SEO services, and SEO is pretty universal in that you don't need to be in that physical area to work with a local business, do SEO. A lot of companies, they work with SEO firms across the country, even across the globe, so there is really no need to have a physical location nearby in the geographic area. But if you type in SEO services, a lot of the search results you'll get back are local businesses, right?

And so what you got to do with your keywords is, you have to ensure that when you're looking them up, do they change from place to place? If you're in the West coast, do a search; and then simulate a search from the East coast. Do the search results change? Because if they do, something that's very important is that when you're doing keyword research, you'll often get to the search volume of the keyword and it's usually of the USA. But if the search results are different in the West coast and then there are different in the East coast, and some sites are showing up on the West coast but they don't show up on the East coast, and your site gets there, even though you might rank, the search volume that you thought you were going to get won't be there because it's changing in the geographic area.

For example, if the keyword has logged in a thousand and you think you're going to get a thousand searches because you're going to rank for it, but you didn't realize that only in the West coast is where you'll be seeing, you're probably not going to get all a thousand. It'll probably be much less. The reason why this is important is because when you're picking keywords, ensure that you're looking in different areas. Because if you're looking in different areas and you can confirm that even if on the West, East, South and the Midwest those search results are the same, you can have more confidence that the keyword will have all the volume you're thinking of and that you can rank across the country.

And so the reason why this is important is because there are some keywords where it's obvious and there are some keywords where it's not so obvious, and the ones you really want to vet are the not so obvious. You want to go for keywords where you can... It depends on your business at the end of the day. Some businesses really go for the nationals, so they're not concerned about keywords that change in the local area. They just want to rank for one keyword that goes across the country. And some businesses do care about locality. They only want to rank for certain areas, and that might be the case as well.

When you're doing your keyword research, you have to balance these things and ensure that you are checking. And I guess a natural thing that you might be thinking is, how? There's lots of tools out there, and the number one tool I'd recommend is Google Keyword Planner. Google Keyword Planner has a tool called Ad Preview, and Ad Preview will give you a good simulation where you can change the location of where you're searching down to the zip code so that you can verify how the search results look depending on where you're at.

Now, there are other ways around this, but to me, the Google Keyword Planner or Ad Preview tool has been the most consistent over the years. I've used other softwares, but I feel like they've gone out of commission or things. I'm not really sure what's going on there. Sometimes I just use Ad Preview just as kind of a research tool.

Hopefully that will help you in ensuring that you will not pick keywords that just don't make sense in the long run. Because there's nothing like ranking for a keyword only to figure out that you thought it was national, but you're only ranking for in the local area. But I'm going to go ahead and leave it at that. If you guys found that video valuable, please like and subscribe, and I hope to see you guys again soon. Thanks everybody.

What is Traffic Value


Hi guys, and welcome to another edition of Zupo's SEO Talk and Tea. 

Today's conversation, what is traffic value? Traffic value is something that I want to talk about today. It's included in a lot of SEO softwares and a lot of companies use it as part of their reporting, and just day-to-day SEOs. I do want to talk a little bit about what it is today, but before we begin, I want to introduce the team we have today.

Today we have a Pu'Er tea that was gifted to me by my grandmother, and I drink this probably the second most of all the teas. Pu'Er tea, again, is a fermented tea that has this dark liquid when you brew it. It's almost like black coffee color. It doesn't taste like black coffee, but it's probably my second favorite tea now. It's become a recurring guest. But let's go ahead and get chatting.

So what is traffic value? So, traffic value is this metric that you'll see in a lot of SEO software that will say, okay, you rank for this many keywords, and the value of ranking for this keyword is this monetary amount. And I for a long time did not understand what that was. I didn't even know how it was calculated. And only about a year or two ago, probably last year, did I figure out what it was calculated. And the calculation of traffic value is how much money it would cost you to spend on paid ads to rank for those same keywords. So the thing to not confuse is, traffic value is not the estimated value of the traffic coming to your website, because that is really ambiguous. Because depending on your business, it can be very different things. If you sell a big ticket item or a low ticket item, the traffic value will be very different.

So saying all of that, what traffic value does measure, again, is the value of the alternative paying for paid ads or search ads to rank for those same keywords. And so that's what traffic value is. Now, here's where I'll do a little bit editorializing, is that a lot of firms do use traffic value to validate to their clients why the SEO is doing a great job. I haven't gotten there just yet, because one, I'm not in love with the traffic value metric. I don't think it's always the most accurate. And the second, I think traffic value will show a client like, "Oh, this is how much money it would have cost you to run ads with the same keywords," but it doesn't really communicate to the client, "but this is worth it."

To me, I think there is a little bit of a separation between, "Yeah, it would have cost you this much to pay ads to rank for the same keywords." And that's great, but it doesn't mean that the keywords still makes sense, if you understand what I mean. So what I'm talking about is, at the end of the day, the most important SEO metric is the business getting more traffic that's leading to more conversions, and then getting more business. That's the most important. And I may change my mind in the future. This is something that I feel like I'm willing, I'm happy to... Please email or comment your opinion on this. But at this point I would encourage you, don't get too confused by traffic value. It is not the value of what your SEO is bringing to your business in terms of sales. It is just the parallel alternative to how much you would have had to spend on PPC to get the same rankings for those same keywords.

So, that's kind of the way that you would use it. A lot of firms do use it though to validate to clients that their SEO is paying off. Because, "Hey, look how much money you would have to spend on ads. But you didn't have to spend that money on ads, because you just spent it on SEO and this is how much money you're saving." That's how a lot of firms use it. I haven't used that just yet because I'm a little bit more focused on traffic to the site and conversions. But the point is of this video, not to tell you which one's better or worse, I just want you to understand the traffic value metrics. So if you decide to use it for your own internal understanding or your own reporting, understand what it truly means before you start telling... Or yourself or anybody else like, "Oh, this is the value of SEO in terms of the sales we're getting," because that's not what that traffic value metric means. I think a lot of people think that, and I want to film a video to clarify that today.

But I'm going to go ahead and cut the video there. It's a pretty short video, just a quick explanation. As always, look up the definitions also on the software's themselves. SEMrush, [HRS 00:04:06], and the other tools out there. They'll have better definitions. I'm always very unacademic with my definitions. I just kind of tell it how I understand it. But if you guys found the video valuable, please like and subscribe. And I hope to see you guys again soon.

Thanks everybody.

Two Sites Means Two Different SEO Campaigns


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversations, Two Different Sites Means Two Different SEO Campaigns. I know that sounds so obvious, but I'm going to detail why this is an important conversation. There's a lot of companies who think about creating a new offshoot of a website or a new sub domain, and I don't think they realize the implications.

But before we begin, we have a new entrant today. This is a new tea that we haven't had on the shows. This is a Gao Shan Oolong tea. So this is I guess, the direct translation of it, the Tall Mountain Oolong. And so this is one that I haven't had really on the show. And I'll be honest, the first couple of times I've had this tea, I haven't enjoyed it, but I want to give it another shot. This tea is a pretty popular tea, so I can't see why we just did not enjoy it so much. So I'm giving it another shot today. Well, let's go ahead and get brewing and get chatting.

So the reason why I'm having this conversation is I want to just have a chat about the context. Oftentimes when I'm working with the site, sometimes the businesses I work with or the clients I work with, they can be quite complex. They could work with many different softwares services or different business services and often the site can become large. And I have worked with clients where they're concerned that the size of their site is a little bit too complex in that a user who came to their site would be a little bit too confused. So what they have often thought about is let's create four different websites or two different websites, one for each business sector of our site. Now, functionally, I guess that would create a better user experience because someone who will land on the site would be directly interacting with the services that they care the most about.

But the other thing that I want to mention is on an SEO level, that has a lot of implications that we need to slow down there. Anytime you are branching out your site to four different sites, that means four different SEO campaigns and this where I knew it sounded obvious in the beginning, but we need to understand the implications. We talk a lot about SEO on this channel. We talk a lot about domain rating, the link building, content, driving content and links to your website, trying to build exposure and your domain rating and so on and so forth. If you split your site up into four different websites, that means you have to now start measuring four different content libraries, four different domain ratings, four different link portfolios. Not to say that's impossible. That is definitely an option.

But what you don't want to do is if you're a company and you're starting an SEO, or you're trying to get started, and you're trying to compete against big competitors, splitting your SEO assets up into four different properties might actually hurt your chances because now you've weakened themselves out. There is always a way, I believe, even if your business is complex, to have everything on one domain and then just have the design and user interface still conducive to users finding where they need to be, but also leveraging having one domain and having all the SEO assets and value on one site. I would highly encourage you. If you're thinking about splitting up your sites to different sub domains or different sites, really think about it because every link that goes to a different site cannot go to your site at that one moment. And so suddenly you're managing four different things and managing one site for SEO purposes is already an ordeal. Managing four is quadrupling it by four.

And therefore when you're reaching out for link building purposes, you have four different websites and so people were going to say, "You have four, which one do I pick?" Because they're not going to just randomly link to four all at once. So there's a lot of implications here. So I would really encourage you, before you start branching out too much, really understand when it comes to SEO. It can really hurt and dilute what you're working on and it might actually defeat the purpose. You're trying to create a better user experience, but because you split your site to four, it may not rank anymore so no one's going to even be there anymore.

So this strategy now I will say is fine for like PPC or paid advertising because you're driving traffic through your dollars. But when it comes to SEO and trying to rank, it can be quite non-conducive. I would say it can be quite a problem to be doing that. So I'd encourage you, if you're thinking about branching out on the site, I really encourage against it. I think there are definitely ways you can be a little bit more creative and keep it all in one domain.

But I'm going to leave it at that guys. I'm going to go ahead and pull out this tea and we're going give it another shot. Now it's a little unfair, I will say. It is really hot today and this tea is brewed really hot, so it might just be too hot to enjoy, but let's do a live taste test. This is again a Tall Mountain Oolong tea. It smells good. Yeah, it smells good. It's better this time. It's still a little bit bitter, too bitter. I'm not that expert yet so I think I'm going to need to sit on it a little bit more, but I will say, this time wasn't so bad, but oftentimes with tea, you need to drink it for more than 30 minutes to really know if you'd like it or not. But, okay. I hope you guys enjoyed the video today. If you did, please like and subscribe and I hope to see you guys again soon.

Thanks everybody.

Looking through your Old Blog Posts for Potential SEO Wins


Hi guys, and welcome to another edition of, Zupo SEO Talk & Tea. 

Today's conversation, look through your old blog posts for potential SEO wins. The reason why I want to talk about this is; SEO is difficult, there's a lot of resources that are needed. And sometimes, it can be a great value add, just to go through your old blog posts, to identify SEO wins, there. But before we begin, I want to introduce the tea we have today. Today we have an Imperial Green tea from, Mei Leaf. This is a tea that I drink. I don't drink green tea as much as I used to, but I do drink every time it's really hot; which is, example today. Or, I just want something a little bit more mellow. Green tea isn't, to me, as strong anymore. It's more like, I like to, settle down or mellow down with some tea, then I may have some green tea. But, let's go ahead and get brewing and get chatting.

So, why do I talk about looking through old blog posts for SEO wins? So, when it comes to SEO, like I said, in the intro of the video, it takes a lot of resources. You have to go out there, you have to link build, you have to outreach, you have to provide value to the community, you have to add more content to your website. It can be really resource intensive to start ranking. Now, what we have found with our clients is that sometimes, old blog posts are a great treasure troves of possible opportunities. We have worked with clients where they've written blog posts, where it was just like a random whatever, another blog post, and all of a sudden it's starting to rank really well. And, if you're not monitoring old blog posts, you may be unaware.

So, what we have found is if we go through old blog posts, and then monitor for what those blog posts might be ranking for, potential keywords. And, when we say ranking for, they don't even need to be on the first page. You'd be surprised, sometimes blog posts will rank on the second or third page for different keywords. And, that might be a signal for you; hey, we just randomly wrote this blog post. And now, all of a sudden we are now on the second or third page. And so, that might be an indicator to you that, hey, maybe if we double down then we can start ranking on the first page. So, where I'm going with this, it's always good to audit your old blog posts, and see what they're ranking for. And, you can use a combination of Ahrefs, a SEMrush, or Search Console.

You can even use Search Console to some extent, to find what keywords certain blog posts are ranking for, and performing for. And, then therefore you can find what keywords might be a possible opportunity. When we're doing SEOs, always thinking about growth, what new keywords can we go for, what new keyword opportunities are there; so, what we like to do is go through a blog posts. And, the best thing to do is to not start from scratch. If you can find opportunities that you're already on like the first five pages, and those are great ones to go to for next, because your site has already started to rank for those keywords. So, in that case, I'd always recommend go through your old blog posts, use Search Console, use Ahrefs, SEMrush; find the blog post, and then look for keywords.

Then look for the keywords there're already ranking for, and then double down on that research. Are those keywords that you ranking for relevant to you? Is the intent match? Is that keyword group competitive? Can I go for the keyword group as a whole? It's always a good starter. Now I would say, I want to warrant, just because a blog post ranks for a keyword, doesn't mean that keyword automatically should be going for it. There's many reasons why not. One, too competitive. Two, not relevant. Third, just not enough volume, and so on, and so forth. But I say, you look at your old blog posts for great inspiration on keyword research, if you're starting a new keyword research campaign; or you're looking for new opportunities for your website. Old blog posts, they're there for a reason. You wrote the content, you might as well double down on them, if you find the right opportunities.

So, I want to keep this video short. There's not much to really go more into detail about, I think it's pretty obvious. Go through your old blog posts, look at what opportunities that are there. And, you'll find that you might find some great opportunities. I'm going to go ahead and pour out my tea guys. If you guys found the video valuable, please like and subscribe. I'll see you guys again soon.

Thanks everybody.